Various seasonal times and holidays can inspire retailers to create magic for their customers. They decorate their shop windows to entice customers to look, enter the store and buy their products and I think London retail stores did just that!
Customers have only a few seconds to view and be attracted by the stores displays, so from my point of view the company would need to come up with creative displays using the products themselves, to draw people in. What I like about each of the windows I saw in London, was that they were all so different from each other and individual but still had the same festive feel to them. The products need to be presented in a way that the customer can understand exactly what they do and how they help them. This is where great Point of Sale and freestanding merchandised displays really come in to play.
Research that I took from https://www.unibox.co.uk/news-inspiration/types-importance-of-window-displays which suggests that displays in retail shop window’s can increase their sales by 540%.
Is it down to the size of the store? Personally I don’t think it is down to whether the store is big or small, or whether it’s a department store. I do believe it is down to the visual merchandising of the window display. So as long as the shop window stands out to the public and is enjoyable to the eye, then hopefully there will potential for sales to increase.
The display that stood out to me the most was the John Lewis window.
John Lewis’ Christmas Window
One of the window display’s featured Elton’s iconic glasses, manufactured out of metal, John Lewis creatively displayed their beauty products; perfumes, makeup brushes etc. they were positioned around the edge of the metal work, which I thought to be impressive.
I was drawn to this particular window display by John Lewis because it was powerful and engaging, it captured my attention. The John Lewis’ advert is based around the singer Elton John, which has also inspired their shop window display along Oxford Street. It uses appropriate props that relate to the singer and helps tell a story.
Mary Poppins dropped into Harvey Nichols.
Harvey Nichols Window Display inspired by a champagne bottle explosion.
A View of Christmas shop windows by Charlotte Dean.
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